Thursday, November 13, 2008

Should my business be sending out press releases?

Yes, Yes and Yes. The real answer to this question though lies not in just sending out releases. What most press releases lack is a good emotional hook…a reason for a journalist to want to call for more information and to run a story. They receive hundreds of releases every day. The key is tapping into what is timely in the news cycle. If the economy is in turmoil and that is all that news stations and print media are reporting on, your environmental press release about going green is going to get passed right by. However, if you angle it to how people can save money by going green…AH-HA! PR is all about the angle, and it’s all about repetition. If the media has never heard of you before, they are going to assume you will disappear as quickly as you showed your face. So demonstrate longevity through repetition. Consistently sending out new releases that impress the media gives them an opportunity to get to know you…to get to like you…to eventually buy into your story.

So the simple answer to whether or not you should be sending out releases is “yes”. The more important answer though is related to what they say and how often are you sending them.

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